ComScore recently released a report detailing the impact that digital media is having on the 2012 Presidential Election. In addition to shaping the political conversation, social media is also serving as a powerful marketing vehicle. The report details the total number of paid ad impressions and earned media impressions of Barack Obama, Mitt Romney, Ron Paul, and Rick Santorum in January.


The Obama campaign served about 778 million paid Facebook display ads in January; as a comparison, Romney, Paul, and Santorum served 50 million combined. Romney’s paid display ads accounted for two thirds of the Republican total. The Obama campaign also utilized the President’s 26 million Facebook fans to deliver almost 66 million earned media impressions, which is more than the combined paid ad investment of the three Republic candidates. Despite having less than a million Facebook fans, Ron Paul delivered 30 million earned impressions, whereas Romney only totaled about 16 million earned impressions. As the election nears, it will be interesting to follow how the paid ad and earned media impressions between President Barack Obama and Republican nominee Mitt Romney align.

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